VCW for MTB Start-Up: Launching the City Morphology EO Service in Amman, Jordan
Targeting NGOs and research organizations in Amman with a one-stop solution for urban morphology mapping.
What is the most attractive market for MTB Start-Up to launch the City Morphology EO Service?
This project utilizes the Value Creation Wheel (VCW) framework to determine the most attractive market for MTB Start-Up to launch its City Morphology Earth Observation (EO) service. The analysis focuses on identifying a market with a significant need for urban planning solutions and a high concentration of NGOs and research organizations.
Overview:
MTB Start-Up aims to address the challenges of informal settlements by providing a comprehensive urban morphology mapping service. The team conducted a thorough analysis, including industry overview, competitor analysis, and stakeholder mapping, to identify potential markets. They used brainstorming and the POKA method to generate and refine filters. The VCW funnel and MCDA analysis were used to evaluate potential markets, leading to the selection of Amman, Jordan, as the optimal location.
Process:
The team defined the problem, analyzed the macro environment, identified potential customers and stakeholders, and established KPIs. They brainstormed solutions and filters, applied the POKA method, and used the VCW funnel and MCDA analysis to evaluate potential markets. Amman, Jordan, was selected as the target market due to its high concentration of informal settlements, significant migrant population, and political stability. The team then conducted a competitor analysis, developed a prototype platform, and designed a marketing mix.
Key Takeaways:
Urban Morphology Mapping is Crucial: Accurate mapping of informal settlements is essential for effective urban planning and addressing the challenges of rapid urbanization.
EO Data and Drone Footage Provide a Comprehensive Solution: Combining EO data with drone footage enables detailed analysis and visualization of urban morphology.
Amman, Jordan, Presents a Significant Market Opportunity: The high concentration of NGOs and research organizations in Amman, coupled with the need for urban planning solutions, makes it an attractive market for MTB Start-Up's service.
Partnerships are Key: Collaborating with local drone providers and governmental organizations strengthens MTB Start-Up's capabilities and market reach.
NGOs are the Ideal Customer Segment: NGOs have a strong presence in Jordan, a high need for EO data, and the potential to act as mediators between governments and MTB Start-Up.
Conclusion:
MTB Start-Up's strategic use of the VCW framework demonstrates how a data-driven approach can lead to informed market selection and service development. By focusing on the specific needs of NGOs and research organizations in Amman, Jordan, and leveraging EO technology and drone footage, MTB Start-Up is well-positioned to launch a successful urban morphology mapping service that contributes to sustainable urban development and improves the quality of life for residents of informal settlements.